The Age of Influence by Neal Schaffer

Author:Neal Schaffer
Language: eng
Format: epub
Publisher: Harpercollins Leadership
Published: 2020-01-11T16:00:00+00:00

Beginning to build a social media strategy or an influencer program starts in the same place—with the ending in mind. The problem for many social media strategies and influencer marketing programs is that companies don’t know how to measure their success. This is new ground and, unlike the traditional marketing landscape, the usual signifiers of a successful campaign are not the same. Often companies embark on engaging influencers in marketing or a social media program without knowing what the signs of success will be. They don’t agree on which measuring stick they will use to gauge their efforts, and this leads to constant questioning of their return on investment. If you start with a plan and outline the key performance indicators, then you know from the very start what you will measure and what results mean the work has been a success.

The old saying regarding not measuring a fish by its ability to climb a tree is important to keep in mind when approaching influencer marketing and social media marketing in general. Defining the terms of measurement is essential in understanding how the program is developing. What do you want to achieve? We outline this to start with, then work back to the start, refining the next plan. Then you can define the goals of the program. This allows you to measure and refine the path while developing and adjusting what you’re doing to ensure you find the ROI that you’re chasing.

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